The ad for a very expensive online course states, "You will become the person that you want to be." With regard to price sensitivity, the ad
A. presents the marketing manager with an ethical dilemma.
B. makes people more price sensitive by promising great benefit.
C. offers customers an incentive to cover switching costs.
D. decreases the significance of the end benefit of the purchase to increase price sensitivity.
E. focuses on an emotional benefit to make customers less price sensitive.
Answer: E
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